A new study reveals that self-care has become a vital part of daily life for many in the UK, with 39% of adults now considering it a necessity rather than a luxury. The survey, commissioned by retailer TK Maxx and involving 2,000 UK adults, shows that Brits are investing in their mental and physical health, spending an average of £74.24 each month on wellness needs. This reflects a growing awareness of the importance of balanced lifestyles, shaped by evolving attitudes towards health and wellbeing.
Regional and generational differences in self-care spending are notable. Leeds tops the list as the highest-spending city, with residents allocating £92.35 per month. Newcastle follows at £85.28, with Edinburgh close behind at £84.88. Norwich reports the lowest average spend at £47.49 per month. Young millennials, aged 25 to 34, lead the way by dedicating £108.88 monthly to self-care, more than double the £51.18 reported by Boomers over 55.
Priorities in self-care vary across generations. Healthy eating and nutrition are the main focus for 37% of respondents, followed by physical fitness at 31% and improving sleep quality at 28%. Skincare and beauty routines are a priority for 28% of Gen Z adults aged 18 to 24, compared to 12% of older generations. Attitudes towards self-care are also changing, with 44% of millennials and 43% of Gen X seeing it as essential, while 38% of Gen Z still view it as a luxury.
The survey highlights common barriers to self-care, including financial difficulties affecting 25% of participants, time constraints for 24%, and lack of motivation for another 24%. In the South West, 31% of respondents identified cost as their biggest challenge. In the East Midlands, 31% cited motivation as their main obstacle. However, 30% overall, rising to 46% among Boomers, said they faced no barriers at all.
Spending patterns reflect a commitment to wellness, with 19% of respondents increasing their self-care budgets over the past year. Among young millennials, this figure rises to 41%. In Greater London, 27% of adults boosted their spending on wellness. These figures reflect how self-care has become part of feeling good, especially for younger adults and those living in urban areas.
This rise in self-care spending aligns with broader wellness trends. The Global Wellness Institute’s 2024 report valued the global wellness economy at $5.6 trillion, with personal care and beauty emerging as particularly fast-growing sectors. In the UK, the wellness market is set to continue expanding as consumers prioritise their health in the post-pandemic landscape. Retailers such as TK Maxx are responding to this demand with affordable skincare, fitness, and wellness products that appeal to a wide range of needs.
The shift towards self-care highlights a cultural change in how people manage their health. As Brits face financial pressures and time limitations, there is increasing focus on accessible and practical wellness solutions. For many, self-care is now seen as a fundamental part of a healthier and more balanced life.
